The Mass Participation Pulse 2026: What the Next Phase of Growth Means for Events & Brands
After several years of explosive growth, mass participation sport is entering a new phase. The Mass Participation Pulse Report 2026 confirms what many organisers and brands are already feeling on the ground: demand remains strong, enthusiasm is high, but the market is starting to mature.
With insights from almost 10,000 participants across the UK and Ireland, this year’s Pulse doesn’t just highlight where growth continues — it reveals where attention, investment and smarter marketing will matter most in 2026 and beyond.
A Confident Year Ahead – With Caveats
The headline is positive. Nearly 9 in 10 participants plan to maintain or increase their event participation in 2026, with more people than ever expecting to do more events year-on-year. Forward bookings already support this optimism.
But dig a little deeper and a more nuanced picture emerges. While sentiment remains strong, financial pressure is rising, perceptions of value for money are slipping, and the flow of brand-new participants is slowing. Growth hasn’t stopped – but it’s becoming harder won.
For organisers and partners, this marks a shift from “growth by default” to growth by design.
The Market Is Maturing
One of the clearest signals from the Pulse is that the industry is stabilising:
The median number of events per participant remains flat at five, matching pre-pandemic levels
The share of people new to mass participation events has fallen from 26% to 18%
Participants are increasingly selective about which events they enter
This doesn’t signal decline – it signals opportunity. As casual growth slows, retention, progression and differentiation become the real drivers of success.
Younger, More Social, More Female
New participants continue to reshape the audience:
On average, new entrants are 10 years younger
They are 12% more likely to be female
80% of 18–24-year-olds sign up with others
Event participation is now fundamentally social, particularly among younger audiences. Community groups, run crews, workplace teams and online fitness communities have moved into the mainstream — and events that tap into these networks are seeing the strongest momentum.
Discovery Has Changed – Permanently
How participants find events has transformed:
Social media is now the number one discovery channel
Friends and family recommendations rival traditional listings
Platform preferences differ sharply by generation
Younger audiences spend their time on Instagram and TikTok, while established runners are more likely to engage through Facebook, email and offline networks – and many aren’t on social media at all.
For brands and organisers, this means one-size-fits-all marketing no longer works. Precision, platform mix and message relevance matter more than ever.
Value for Money Is Under Pressure
Perhaps the most important warning sign in the Pulse is perception of value:
Only 36% of participants now feel events offer good value for money
82% expect their disposable income to remain flat or decline
Financial concerns are the top reason for cutting back on events
At the same time, spending on kit and apparel continues to rise, showing that participants will invest — but only where they see clear value, relevance and emotional return.
Events that communicate their value clearly, tell better stories, and create standout experiences will win attention in an increasingly selective market.
What This Means for Brands & Partners
For brands, sponsors and destination partners, mass participation events remain one of the most powerful ways to reach active, engaged and affluent audiences. But impact now depends on how well you connect, not just where you show up.
The Pulse makes one thing clear: Reach alone isn’t enough. Relevance wins.
That’s where smarter amplification, targeted storytelling and aligned partnerships make the difference.
Download the full report here: https://massive.co.uk/news/the-mass-participation-pulse-2026/
